Objective

Minutia is a conceptual footwear brand that embodies a minimalistic philosophy to produce quality shoes for a versatile wardrobe. Customers can breathe easy knowing they are supporting a company that is committed to sustainable practices. Minutia was created for middle-class millennials, aged between 28 and 40 years old. The people of this demographic appreciate functional style and recognize that great fashion isn't about how many pieces are in your wardrobe, but rather the quality of the items. By understanding what their demographic expects from the footwear industry, Minutia has successfully gained a loyal customer base while maintaining their brand ethos.

Overview

A clean and utilitarian design approach is seen throughout the branding of Minutia. This design approach is recognizable upon first interaction with the typographic logo. Roc, a grotesque sans-serif typeface, was modified by removing the tittle on both lower case i's and reducing the crossbar of the t. In turn, these modification decisions reflect the minimalistic philosophy Minutia stands for. A neutral color palette was strategically selected to pay homage to the adaptability found in Scandanavian design. The layout of the website and mobile site adhere to a grid and are anchored by clean lines. By making these design decisions, Miniutia's brand values are emulated and the quality of their product is successfully portrayed.